Your everyday essentials—simple, aligned, and inspired by the five elements

Earth, the rituals that ground you.

Water, the ebb and flow on the go. 

Fire, the warmth that comes from creativity. 

Air, the force that fills our world. 

Ether, the curiosity that takes us beyond it. 

Indigo is loved for its inspiring collection of books, but it is also rooted in inspired living. I crafted a cross-category experience themed around the five elements to guide Indigo customers toward a curated selection of familiar everyday products, turning a quick book run into well-rounded, element-inspired product discovery.

An immersive spin-the-wheel experience inspires customers to explore the five elements through curated products, such as a mud pack for Earth, hydration powder for Water, a scented candle for Fire, a fan for Air, and a tarot deck for Ether. As customers explore each element, the background changes to reflect its unique aesthetic.